Bridal salon anxious to impress at sidewalk sale

Richard Lee

Updated 9:40 pm, Tuesday, July 8, 2014

Owner Cory Fontana poses next to dresses at his store, Fontana Couture, in Greenwich, Conn., on Monday, July 7, 2014. Fontana Couture will be having a massive sale; selling their wedding dresses, that normally sell for over $4,000 or more, for $99; and party dresses starting at $50 during the Greenwich Sidewalk Sale Days starting this Thursday running through Sunday.

Fontana Couture in Greenwich, Conn., will be having a massive sale; selling their wedding dresses, that normally sell for over $4,000 or more, for $99; and party dresses starting at $50 during the Greenwich Sidewalk Sale Days starting this Thursday running through Sunday. Photographed on Monday, July 7, 2014.
Photo: Jason Rearick

At right, Susan Little of Port Chester, N.Y., shops at Threads & Treads during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Courtenay Carella of Greenwich shops for shoes at Little Eric of Greenwich during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Yumi Tsuno of Greenwich carries her son, Arata, 3, through the crowd during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

At right, Jessica Ott of Katonah, N.Y., and friend, George Seddon of Manchester, Engalnd, try on winter hats at Shoes 'n' More during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Laura Milliot of Westchester, N.Y., shops for sweaters at Jacadi Paris during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

A dog named Lola rides shotgun during the annual Greenwich Sidewalk...

Tina Mak of Greenwich tries on Jimmy Choo sunglasses at Trapp Optical during the annual Greenwich Sidewalk Sales in the central business district of Greenwich, Thursday, July 11, 2013.
Photo: Bob Luckey

Cory Fontana, owner of the bridal salon that opened two years ago at 45 E. Putnam Ave., said he has learned from the shop's participation in its first sidewalk sale last year, when it was inundated with customers.

"Last year, we were pleasantly surprised. We sold so many bridal gowns, party dresses, jewelry, accessories and veils. We had a woman from the Bronx who bought 25 dresses. This brings a lot of people to the area -- from the Bronx and Westchester," said Fontana, whose grandmother, Anita Fontana, and his father, Frank Fontana, started the business 65 years ago in the Bronx. "This year, we brought in more merchandise."

All 15 employees are involved in setting up tents and preparing items for sale.

"Last year, we made it into a carnival with a popcorn machine, cotton candy and balloons," said Fontana, 51. "It will be the same this year."

The location of the space, measuring about 6,500 square feet, on heavily trafficked East Putnam Avenue (Route 1) did not faze Fontana when he decided to move his store there from Scarsdale, N.Y., where it had been located since 1977.

Though it is not on trendy Greenwich Avenue, it is close enough at the top of the Avenue to be an active participant in the sidewalk sale and benefit from the proximity of the mile-long shopping district, according to Fontana.

"It's very visible, and we have free parking in back of the store. It doesn't get any better than Greenwich. It's one of the wealthiest ZIP codes," he said. "We're starting to be visited by personalities. Catherine Zeta-Jones, `Judge Judy' (Sheindlin) and Joan Lunden have all been here."

Fontana and his staff, and merchants up and down the avenue should be very busy during the sidewalk sale, according to Marcia O'Kane, executive director of the Greenwich Chamber of Commerce.

"This is going to hit record levels. We had targeted 120 participants. We're well over 130. Wear your walking shoes and bring plenty of extra quarters for parking," she said. "This promises to be the best year ever."

Display areas will be set up for stores located in other areas of Greenwich, and many shops located on side streets also are participating.

The four-day event will also offer activities for children like face painting and live music on Saturday and Sunday throughout much of the day.